It is accompanied by a free phone app that allows users to scan the barcode of products and learn how much sugar they contain in grams or cubes.

Children aged between four and ten eat about 22kg of sugar every year, or the average weight of a five-year-old, according to PHE.

In 2013, almost a third of the country’s five-year-olds and almost half of its eight-year-olds had tooth decay, but the campaign also highlights other sugar-related health risks such as diabetes and obesity.